It’s coming to the end of our family holiday and I wanted to quickly share a simple, yet extremely valuable marketing tip with you.
We remember the edges
I sat down earlier, thinking through the various things we have done together over the past week and realised something. Each of the memories that stood out, were ‘on the edges‘. In other words, they were experiences that were not what we were expecting, because they deviated from the predictable, middle ground.
Truly great customer service, beautiful buildings, delicious food, outstanding value, interesting people… all of these were only memorable, because they were significantly different from what I expected.
In business, if we want people to remember us, hire us, buy from us and talk about us, we do well to embrace the edges.
A great place to start, is to avoid offering the same kind of experience as your competitors and to focus on being exceptional in at least one meaningful area.
This is especially effective if you offer a service with little perceived differentiation, such as; law, accountancy, training, SEO, copywriting, web design, marketing, etc.
In short: If you want to stand out for all the right reasons, avoid the predictable. Stay away from the middle ground. Embrace the edges!